"The EIDR registry has added its 1 millionth record in just under five years of existence," said Kip Welch, President and Chairman of the Board of EIDR. "This is a testament to Warner Bros. and our close to 100 member companies who are committed to not only a wide coverage of their high-value content, but also to a rigorous quality control process."

"We are thrilled to have A Star is Born make history in the technology world as well as in the entertainment arena," said Jeff Stevens, Vice President, Data Governance & Asset Management, Warner Bros. Technology Solutions, and a member of the Board of Directors of the EIDR organization. "A Star is Born will see distribution and monetization across a number of platforms and distribution partners, and finding tools to manage that complexity drove Warner Bros. to help build EIDR in the first place."

EIDR has seen an acceleration in registrations in 2016 compared to previous years. Part of the reason is the growth of membership outside the U.S., according to Welch. "Half of membership growth in the past year has been European-based companies, and our Board member company ITV has been a big part of providing new registrations this year."

The other major driver is the entry of online retailers into membership, including Microsoft, Google, Netflix, Vudu, and most recently Amazon. "Retailers have seen huge cost efficiency savings from the use of the standard EIDR identifiers in communicating new content avails, and content partners have been able to speed time-to-market as well," said EIDR Board member Bill Kotzman of Google.

About EIDR: The Entertainment Identifier Registry Association (EIDR) is a not-for-profit industry association founded in 2011 to meet a crucial need across the entertainment supply chain for universal identifiers for a broad array of films, television shows and other audio visual objects. The companies that form the EIDR coalition, in a short period of time, have demonstrated effectively how they can deliver more efficient and automated digital distribution and tracking for industry work flows. For more information, please visit www.eidr.org [http://www.eidr.org/]. Visit us at IBC - Hall 14.H04.